Target group
A target group is the defined group of people who are to be specifically addressed with a communication or advertising measure and who share common characteristics such as demographic, geographic, or behavioral attributes.
Advertising medium
The medium used to distribute Advertising, e.g., a newspaper for an insert, a TV or Radio station for a commercial, a pillar for a poster, etc. Not to be confused with the “advertising material”.
Commercial
A commercial is a short audiovisual advertising message that is broadcast on television, Online Video, DOOH, or Radio and serves to promote products, services, or brands.
advertising material
Term for the type or category of Advertising, e.g. a poster, ad, commercial, etc. Not to be confused with "advertising media".
WEMF
WEMF (headquartered in Zurich) collects data on media usage in Switzerland and Liechtenstein for the targeted placement of display advertising in newspapers and magazines. Its core tasks include national readership research, circulation auditing of the Swiss press, and certification of other media categories (e.g., DOOH and advertising in public transport). [...]
Advertising Expenditure in Switzerland
The survey conducted by WEMF on behalf of the Swiss Advertising Statistics Foundation provides information on the net amounts that advertisers have invested over the course of a year in the most important advertising media for the dissemination of their advertising messages (Net Advertising Expenditure). The categories recorded include Print, [...]
Universe
The total number of all individuals or households to which the measurement results from a sample are extrapolated. Membership in the universe is determined by the definition of characteristics (e.g., the population of Switzerland aged 15 and over). “Universe” is also available as a “Fact” in Mediapulse evaluation tools and [...]
Sociodemographics
A term from social and market research used to describe and categorize individuals or households based on objective characteristics. In media planning, sociodemographic data form the basis for defining samples and Target groups (targeting).
Share of Advertising
Share of Advertising (SoA) is a key metric describing a brand's percentage of total advertising expenditure within a market or industry. It is calculated almost exclusively based on gross advertising spend.
Return on Investment (ROI)
A business metric that measures the relationship between invested capital (advertising budget) and the resulting profit. In marketing, the ROI indicates how many Swiss Francs of profit have flowed back per invested advertising Franc. It is used for efficiency monitoring and budget allocation.